Consumer India: Inside the Indian Mind and Wallet

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John Wiley & Sons, Feb 14, 2011 - Business & Economics - 256 pages
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A richly insightful account of one of the most significanttransformations in the world today. Dheeraj Sinha's intelligencevividly illuminates the intersection of culture and commerce in NewIndia.
Adam Morgan
Founder
eatbigfish

Among the many books I have read on the cultural evolutiontaking place in India, this is perhaps the most insightful. It doesnot just map mindset changes; it does so with the certainty of aperson who has lived the changes as much as he has witnessed them.Every marketeer should keep this book on his office desk as a readyreckoner.
Ranjan Kapur
Country Manager – India
WPP

India in many ways is a "Nation of Nations." So muchheterogeneity and hence complexity in understanding consumers andconsumerism. Dheeraj has done a commendable job in peeling off thelayers from the onion—creating frameworks and providing veryrelatable examples to understand the culture. For instance, Dheerajhas used Bollywood as an effective mirror to portray societalchanges. Consumer India is a must-read for those who want tounderstand the cultural evolution of India with its nuances.
Rajesh Jejurikar
Chief Executive - Automotive Division
Mahindra & Mahindra Ltd.

A labor of love. For years, I have marveled at how Dheeraj'sinquisitive brain continuously churns away to make meaning ofeverything he observes. His writing simultaneously reflects him asa "sutradaar" telling the captivating story of a changingIndia, even as it does so with the unbiased and expert credentialsof the "computerji" he describes here. Dheeraj insightfullymarries the rapid changes he chronicles with the assimilativefabric of India; where "and" trumps "or." Against the cliché"change is the only constant," he underlines that in India, changeworks with the constant. Enjoy the ride on Dheeraj's timemachine!
Prasad Narasimhan
Managing Partner, Asia
Brandgym

 

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Contents

The Currency of Emotion
25
Beauty in Action
41
Masala Media
57
Meaningful Technology
73
Branding the Bazaar
89
Youth versus Youthful
109
Seamless Savitris
127
Small Is Big
141
Three Generations One Big Market
157
Notes
183
Index
189
Copyright

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About the author (2011)

Dheeraj Sinha is currently chief strategy officer at Bates141 India (a WPP Group company). Previously, he worked with McCann Erickson and Euro RSCG in India. Sinha has twice been chosen for the Atticus, the WPP award for best published thinking, and has won several effectiveness awards, including Effies, the Jay Chiat Planning Award, and the Asian Marketing Effectiveness Award. He has spoken on topics related to the Indian consumer at the Esomar Asia Pacific Conference, the Global Youth Marketing Forum, and the Asian Marketing Effectiveness Festival. Sinha has worked on the brand strategy for several multinational and Indian brands, including Fiat, Virgin Mobile, MasterCard, LG, Reckitt Benckiser, TVS Motorcycles, Max Bupa, Marico, Dabur, and Cavin Kare. He holds a postgraduate degree in communications and a graduate degree in economics. He lives in Mumbai with his wife and five-year-old son.

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